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Introduction

Recommendations Using my questionnaire results and other information I have gathered on cinemas, I will write a report advising the directors of Strobe Leisure on how they could increase their market share from within the local area. My report will be based on the main areas of the marketing mix, the four 'P's' are: * Product * Price * Promotion * Place The Target Audience for this market would be Teenagers; this is because in the questionnaire there were more teenagers in the Cinema. I will begin with 'Product' I will start by saying that people visit cinemas to enjoy viewing a film, and they choose which cinema to visit due to many factors, all of which will be included in this recommendations. My questionnaire results have shown me that the majority of local cinemas offer good sound and visual quality, so the cinema, when opened, must have large screens with high standard of sound and visual quality in order to complete with local cinemas. Also the majority of people found their local cinema comfortable bases and drinks holders to the side of them. In my survey 75% of people said that they need better gift vouchers so they will attractive more customers to the shops also into the auditorium. Most people I surveyed thought that their cinema had a wide variety of films which means that strobe leisure centre are showing more movies. ...read more.

Middle

The main benefit to the franchise is that they are buying the rights to sell an established product - this makes setting up a franchise less of a business risk than selling something brand new. The main problem is that the business can only sell the products of the franchise - so the owner's freedom is limited. The second thing I am going to recommend is price. There are five different Pricing strategies which Strobe Leisure can use when they use pricing. The first pricing strategy is Penetration; this is where a firm charges a very low price when the product is new to get lots of people interested in it. When this low price is below cost it is called loss leading. Once the product has become established the firm will increase the price. Strobe Leisure could use this method by selling their food and drinks at a low price to try and stop people bringing their own food and drink in the cinema. The second strategy is Skimming; is the opposite of Penetration pricing. Firms charge a high price to begin with this helps make the product desirable to people with large incomes. When the product has become established the firm will lower the price to help it become a mass-market product. This happens a lot with consumer goods based on new technology such as digital TVs. Strobe Leisure could use this method if they have exclusive showing of films for a VIP night as people will be willing to pay more money. ...read more.

Conclusion

I got this from my questionnaire; most people wanted something back for giving the cinema their custom. Strobe Leisure should not Advertise their company and deals on the radio, as this is also for people that are not local, they would not be able to get where Strobe Leisure is, so the advert would be a waste of money. Strobe Leisure should advertise in the local newspaper, and they cam include the film times in the paper as well. Strobe Leisure Should open the their Cinema in a town like London, as this is better for the customers as it will be easy for people to get to, more people will go to the cinema at the last minute. They should sell their tickets in the internet because more people use internet and it is easier to book films in the internet as I asked some people in my questionnaire. The specials offers will be short term, as the customers will get bored of them. Special offers must be changed regularly so that the customers have something new. The club card will be long term, but the deals will change, this is because the free gifts will be changed very season. Strobe Leisure cannot change location, which is long term, because it will cost too much money to move places and people might get confused if the cinema keep changing. The food will be long term; this is because new food will replace the old types and new drinks will add over the years. ?? ?? ?? ?? ...read more.

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